What Every Social Media Marketer Should Know About WiseWindow’s MOBI

WiseWindow’s Mass Opinion Business Intelligence (MOBI) offers real-time social media data views of industry landscapes based upon topic clustering and association.MOBI — on its own or using its data in combination with sales and/or web activity data — is designed to be applied to business needs such as forecasting demand, seeding product development, competitive market intelligence, tracking customer opinion and measuring marketing and social media impact.After the jump — what you need to know about WiseWindow’s MOBI.

WiseWindow’s Mass Opinion Business Intelligence (MOBI) offers real-time social media data views of industry landscapes based upon topic clustering and association.

MOBI — on its own or using its data in combination with sales and/or web activity data — is designed to be applied to business needs such as forecasting demand, seeding product development, competitive market intelligence, tracking customer opinion, and measuring marketing and social media impact.

Ways the product benefits social media campaigns

WiseWindow’s MOBI can help clients track the reaction to marketing and ad campaigns and the context in which they’re discussed. Data can show specific factors and variables upon which marketing programs are having an impact.

Coolest feature

WiseWindow creates a real-time relational database about the user’s industry that often yields leading indicators to help discover information that can be used to influence and inform planning decisions.

Feature rundown

  • Combines four patented technologies — a Web crawler, artificial intelligence, an advanced probabilistic engine and natural language processing methodologies.
  • Summarizes what consumers are saying in real time, continually and automatically sorting information into a pre-defined, structured database.
  • Delivered as Software-as-a-Service, so it’s available through browsers. WiseWindow data are also accessible through an API, to aid in moving data to existing systems for modeling, reporting, and other forms of market research and business intelligence analysis.
  • Does not require specific key words, creating the potential for discovery of information that may not turn up in the results of keyword-restricted searches.

User profile

MOBI is for business decision-makers who want to utilize real-time consumer sentiment data sourced from social media in their strategic planning and marketing research efforts.

User review

“MOBI adds a whole new dimension to our business. In the old days we’d survey customers three months, one year and three years after purchase, analyze the data, then act on the findings. Today, WiseWindow’s continuous stream of real-time data not only allows us to immediately understand our consumers’ likes and dislikes about specific products and communications, but in essence, we can see into the future. The bottom line is, we can use the tools to understand what favorable products to clone, what challenging items to refine, how consumers feel about the brand, and what we can do to design and engineer ahead of the curve. That makes us really smart.” — Michael Sprague, vice president of marketing and communications, KIA Motors America

Recent news

WiseWindow’s MOBI was recently named winner in the Customer Centric Innovation Category at the global Wipro-Knowledge Wharton Innovation Tournament.

Pricing

WiseWindow’s MOBI is offered as a syndicated data service under an annual subscription model.

Compared to competition

According to the company, “Social media analysis has traditionally focused on the actions of individuals not their behavior en mass. To understand collective consumer behavior, clients need to know the driving factors that influence them more broadly. WiseWindow’s clustering/taxonomy-based approach consistently aggregates and distills meaning from all relevant social media activity. While other tools are focused on search, WiseWindow is about discovery – the ability to discover new topic areas without having specific key words.”

 

Our “What You Should Know” series of application profiles has been helping brands and agencies select the most appropriate tools to improve the effectiveness and efficiency of their campaigns. Need help measuring or monetizing your social media activities? Check out dozens of additional apps in the series archives – one is bound to come to your rescue!

Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers malarky-free social, digital and linear media solutions. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.